Big heads the future says Heineken
Heineken UK announced today full details of its new multi-million pound marketing campaign and the launch of 'Continental Draught'.
Heineken hopes the new bigger head beer will create "a tangible point-of-difference for the on-trade".
The roll-out of Continental Draught this July, leads Heineken's new campaign which champions continental-style drinking.
It offers consumers the chance to enjoy premium lager, as they do on the continent - served with an authentic 2 finger-width head of real foam in an oversized glass.
The company says the head acts as a seal to preserve the hoppy flavours and other aromas which are quickly lost to the air in beers with smaller heads.
"The roll-out of Continental Draught is incredibly exciting for us," said Iain Newell, marketing director of Heineken UK. "Continental Draught is considered by many Europeans as the only way to drink lager and as a genuinely imported, premium lager, and the biggest beer in Europe, we're in a unique position to launch Continental Draught to British consumers.
"It offers consumers a truly authentic, continental drinking experience and provides the on-trade with a relevant and motivating point of difference, which challenges category codes. But the experience must be authentic, so we're investing in exciting new technology to ensure consumers can enjoy the real Heineken Continental Draught experience, not just a UK interpretation."
The new campaign will be rolled out across selected UK pubs and bars from this summer and will be supported by high profile multi-media campaign highlighting the benefits of the continental head.
A full range of POS will be distributed to all outlets, to educate and reassure consumers on the larger head and glassware.
Newell said: "Quality is at the heart of the Heineken brand, and with the launch of Continental Draught we'll be working closely with all our customers to ensure it is a success. All bar staff at outlets selling Heineken Continental Draught will receive in-depth training on pouring Continental Draught and the science behind the head, so they can explain the theory and the benefits of the head, to customers."
